MxMIndia

Category: ADVERTISING

  • The business was won after a multi-agency pitch

    Indigo Consulting appointed digital marketing partner for Home Credit India

    By A Correspondent

     

    Indigo Consulting has won the digital marketing mandate of Home Credit India, a local arm of the international consumer finance provider with operations spanning over Europe and Asia. Indigo Consulting’s Gurugram office will handle the digital marketing duties for the Home Credit brand in India.

     

    Speaking on the occasion, Marko Carevic, Chief Marketing and Customer Experience Officer, Home Credit India said: “Home Credit India offers consumer lending solutions that serve the unique needs of people with little or no credit history. It is our constant endeavor to enable customers realise their dreams and aspirations. Social platforms will enable us to give the enriching brand experience while fulfilling their dreams. Indigo Consulting comes on board as a digital marketing partner to connect with our customers innovatively and broaden financial inclusion for the unbanked population by providing a positive and safe borrowing experience.”

     

    Rajesh Ghatge

    Added Rajesh Ghatge, CEO, Indigo Consulting said: “Home Credit India provides innovative financial services with a focus on mass-retail lending and has a very sharp focus on the credit market. Its products are tailored to resonate with customers’ specific needs, making it highly successful globally. The task is to replicate its success throughout India and we’re privileged to be awarded this mandate. We look forward to leveraging our vast experience in the BFSI segment to further drive Homes Credit’s seamless service and strengthen customer experience with the brand.”

     

     

  • The account will be handled by the agency’s Mumbai vertical which has also launched Bauli’s new campaign for the World Cup

    Bauli awards its digital and creative media mandate to WatConsult

    By A Correspondent

     

    WatConsult has won the digital duties of Italian bakery brand, Bauli.

     

    Talking about the association, Pooja Samant, Product Manager, Bauli India said: “We are glad to partner with WatConsult to build our brand on social media. Our innovative product portfolio of Moonfils and Spyroll are geared to the young and vibrant and we are sure that WatConsult team will help us achieve the same.”

     

    Speaking on the win, Rajiv Dingra, Founder and CEO, WatConsult added: “It gives us immense pleasure to partner with this legacy brand and help them revitalise their Indian presence. With our more than a decade’s experience and understanding of the digital market, we are all geared up to elevate their digital marketing and strategies in much more innovative way. There has been a tectonic shift in the Indian digital markets and the way digital content is being consumed. Keeping the same in consideration, we created Bauli’s latest campaign, marking ICC World Cup’19.”

     

     

  • This is in line with its global agenda of adding further depth to the ‘Disruption’ framework

    TBWA India appoints Hari Krishnan as ED

    By A Correspondent

     

    TBWA India has announced the appointment of Hari Krishnan as Executive Director and Head of Delhi operations. He will also lead the agency’s Nissan United 3.0 transformation. Krishnan has spent over 27 years across agencies such as Zenith Media, JWT, Cheil, Grey, Bates and Ogilvy. He is said to have joined TBWA in April.

     

    Announcing Krishnan’s appointment, Govind Pandey, CEO, TBWA, said: “Hari joins at an exciting time when new-age leadership well-versed with creativity, media, digital, content and deep knowledgeable integration experience is a must. Hari’s rich and diverse experience will enhance TBWA’s unique offering and client partnerships to gain a greater share of the future.”

     

    On his role, Krishnan added in a statement: “The team at TBWA comprises a unique and diverse set of skills across data, digital, creative, tech and media. The added dimensions of data-led audience insights, powered by digital media innovation will supercharge our creative effectiveness. I am looking forward to this exciting opportunity”.

     

     

  • The campaign will challenge young creative professionals to show how they love their elders

    IAA partners Rotary to launch awareness campaign

    By A Correspondent

     

    The International Advertising Association (India Chapter) and the Rotary District 3141 will help promote a contest along with Campaign India and invite entries for an awareness campaign that will challenge young creative professionals to show how they love their elders.

     

    The winners would be felicitated at the IndIAA Awards presentation night on August 26 and their campaign would be showcased across all media platforms. Says Punit Goenka, President, International Advertising Association (IAA) India Chapter: “The IAA has always stood firm by its ethos and value system, which is based on the fact that what’s good, is good for business. I think this gives us a great opportunity to partner with the Rotary District and spread an important and noble message about elder care. In fact, respecting and honouring our elders is the foundation of rich values and traditions in India. The younger generation certainly needs to be sensitized about the needs of their elders, in order to make them more aware about their responsibilities and duties. The IAA has also capitalized on its enhanced focus on Young Professionals, in order to restrict entries to professionals under the age of 35.”

     

    Added Harjit Singh Talwar District Governor Rotary (District 3141): “Highlighting the importance of elder care we have a specific Avenue of Service that deals with this subject. We are delighted that the IAA and others are coming together to create awareness about this. We have 104 Clubs in the Mumbai region and will be able to use the service-oriented membership of these clubs to amplify the winning message manifold”.

     

    Said Abhishek Karnani, Chairman IndIAA Awards Committee: “This is a special category for Young Professionals (YP’s) and entries received would be shortlisted by a jury of creative experts before being placed before our main jury for the IndIAA awards. We will have this category called “YP’s for Good” addressing different topics in the public service space each year, going forward.”

     

    The contest is open to all professionals in the advertising industry below the age of 35. There will be no entry fee and the last date for receipt of entries would be July 28, 2019.

     

     

  • Streaming brands disrupt latest Brand Finance media industry ranking

    The Great Digital Displace

     

    By A Correspondent

     

    Digital streaming brands have turned the latest industry ranking by Brand Finance, the world’s leading independent brand valuation consultancy, on its head. Testament to their power to disrupt status quo, digital platforms have claimed five out of 25 spots in the league table, with two brands – YouTube and Netflix – jumping straight onto the podium behind Disney – the industry’s unchallenged leader. As a result of the rise in popularity of on-demand streaming, enjoyed by viewers who no longer need to rely on fixed cable television schedules, most traditional network and studios brands have felt the pinch, sliding down the ranks.

     

    Online heavyweights YouTube and Netflix have claimed second and third position in the ranking respectively. The last year has seen YouTube’s brand value swell to US$37.9 billion, up 46% from 2018. Meanwhile, Netflix more than doubled its brand valuation reaching US$21.2 billion this year, with its record 105% growth unmatched by any other Western media brand. Alibaba’s Youku (11th) and Baidu’s iQiyi (17th) as well as the Swedish audio-streaming app – Spotify (20th) – have also joined the Brand Finance Media 25 ranking for the first time.

     

    Competition from online providers has had a marked effect on traditional broadcasting outlets, as one in two of the ranking’s incumbents have either lost brand value or seen meagre growth in the past year. The digital revolution has taken its toll on both sides of the Atlantic, with UK-based BBC (brand value down 9%), Sky (up 2%), and ITV (up 5%), as well as ABC (down 41%), Fox (down 6%), and NBC (down 3%) in the US struggling with the challenge posed by new players in the sector.

     

    Commented David Haigh, CEO of Brand Finance: “Digital streaming platforms have revolutionised home entertainment, as they are better able to adapt to the needs of modern consumers seeking on-demand and advertising-free content. As customer preferences evolve at a faster pace than ever, the new platforms will need to continue to build relationships with consumers to stay ahead of the curve”.

     

    Disney’s dreams come true: Unchallenged by newcomers, Disney maintains its position as the world’s most valuable media brand, following an impressive 40% rise in brand value to US$45.8 billion.

     

    Over the last year, Disney has undertaken several strategic acquisitions in a bid to stay ahead of its competitors. Disney’s acquisition of Star India was an integral move to gain a foothold in the Subcontinent, which is currently the second-largest subscription TV market in Asia. The brand, which already owns a 60% stake in Hulu, is due to take full control of the service imminently, further demonstrating Disney’s pursuit of greater international exposure and dominance within the sector.

     

    In March 2019, Disney acquired 21st Century Fox for an eye-watering US$71 billion, in preparation for the launch of its own streaming service, Disney+, later this year. Disney now holds the rights to Deadpool and the Fox-owned Marvel characters, to add to its ownership of Pixar’s intellectual property and the Star Wars franchise.

     

    These purchases have placed Disney in a strong position within the digital streaming media landscape. At US$7 a month, its Disney+ subscription fee is going to be half the price of HBO Now and cheaper than Netflix, which raised its fee by US$2 in January 2019. These factors are set to place the brand as Netflix’s strongest competitor even before the official launch of Disney+.

     

    US brands dominate ranking: US brands account for 9 out of the top 10 and claim an impressive 18 spots in the Brand Finance Media 25 2019 ranking. Traditionally reliant on the Hollywood powerhouse and the reach of the network giants, the US is now staying ahead of the game thanks to digital players from Silicon Valley.

    However, the nature of the technology behind the digital disruption of the media market makes it easier for brands from other countries to break into the market. As the examples of Youku and iQiyi demonstrate, Chinese media brands may give the US monopoly a run for its money in the coming years. A further challenge can come from European start-ups such as Spotify.

     

    iQiyi is fastest-growing: With a whopping brand value growth of 326% to US$4.3 billion, iQiyiis not only the fastest-growing brand in the media sector, but across all categories in the Brand Finance Global 500 2019 report. As China’s answer to Netflix, iQiyi hosts over 500 million monthly active users. Recent reports of the brand setting its sights on China’s US$9 billion box office, suggests further rapid expansion over the next year.

     

    Disney-owned ESPN is strongest: Aside from calculating overall brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Alongside revenue forecasts, brand strength is a crucial driver of brand value. According to these criteria, Disney-owned sports channel ESPN is the world’s strongest media brand with a Brand Strength Index (BSI) score of 88.9 out of 100 and a corresponding AAA brand strength rating.

    Following some instability over the past couple of years, resulting in the brand’s previous President, John Skipper’s, resignation, ESPN’s strength on the global media landscape has once again resurged. The appointment of new President, Jimmy Pitaro, in March 2018 was a clear sign of the brand’s intent to modernise and marked a shift in its operations. Most notably, the brand launched ESPN+, its streaming service, which hit the one million subscribers mark in under six months. More recently, the network has partnered with the National Women’s Soccer League for the FIFA Women’s World Cup, streaming 14 games live on the ESPN app, exposing the network to 25.4 million domestic viewers.

     

  • The account was won following a multi-agency pitch

    Carat India wins media duties of ACCA

    By A Correspondent

     

    Carat India has bagged the media duties of the Association of Chartered Certified Accountants (ACCA). The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

     

    Rajni Menon

    Commenting on the win, Rajni Menon, CEO, Carat India said: “We are excited to be a partner to ACCA. I am happy that our strategic thinking, best in class proprietary tools and consumer-first approach are a few of the parameters on which ACCA India opted for the agency.”

     

     

    Pooja Seth

    Added Pooja Seth, Head of Marketing, ACCA India: “Carat India has proven to be a great partner for ACCA India. During their presentation, they understood what ACCA’s brand value, mission and ambition stood for and consequently, worked on presenting innovative media solutions to help increase the brand reach and deriving effective ROI.”

     

     

  • in his new avatar as a cricket commentator, Manjrekar’s journey has been quite noisy, he has been getting a lot of attention, most of it negative, writes Anil Thakraney

    Anil Thakraney: Shredding Sanjay Manjrekar to bits and pieces

    Anil Thakraney

    By Anil Thakraney

     

    Sanjay Manjrekar did not enjoy a very impressive career as a batsman, especially if you compare it with that of his colleague Sachin Tendulkar, who played alongside him. He promised a lot, in fact, in the early nineties. Manjrekar used to be called a ‘technically correct batsman’ by commentators at the time, but delivered a lot less. Before walking into the sunset, Manjrekar managed to play just 37 Test matches and 74 one-day games, registering a mediocre average score and strike rate. Basically he disappeared from international cricket without much noise.

    However, in his new avatar as a cricket commentator, Manjrekar’s journey has been quite noisy. He has been getting a lot of attention, most of it negative. The trolling on social media has been rabid, he has often been called a ‘panvati’ commentator, his coarse voice and poor command over English has been dissed, some of the abuse he regularly receives on Twitter is not even printable. Things got worse during the ongoing World Cup when he called all-rounder Ravindra Jadeja a ‘bits and pieces’ player, the cricketer hit back and termed it as Manjrekar’s ‘verbal diarrohea’, and of course all hell broke loose for Manjrekar.

    The question to be asked is this: Would the same abuse have come Tendulkar or Ganguly’s way if they had called someone a bits and pieces player? I suspect not, having been a low achiever in his own career, Manjrekar does not command much respect from cricket fans or current players. However, does this mean he cannot speak his mind while commentating, should he be expected to always say goody-goody things about current cricketers? Is he paid to be honest about his perceptions or to be politically correct at all times?

    Now, I am not a fan of Manjrekar’s commentary either, I also believe he is a bit of a hypocrite. Case in point, when ex English cricketer and current commentator Michael Vaughan made fun of Manjrekar’s ‘bits and pieces’ remark, Manjrekar promptly blocked him on Twitter. This proves while the man is ready to dish out criticism to others, he isn’t cool about some of it coming his own way.

    And yet I am a firm believer that he must be allowed to freely speak his mind on air and on social media, that’s his job. If a current cricketer doesn’t like what Manjrekar has to say about him, that cricketer should learn to take it on the chin or hit back hard, as indeed Jadeja did. If sports television networks and tournament organisers gag cricket commentators, it will take us back to the days of the boring, life-less radio commentary, when commentators only reported what was happening on the cricket field and not much else, that would be a really regressive step.

    Incidentally, during the current cricket World Cup, Michael Holding, the ex-West Indies bowler and now commentator, was furious with the International Cricket Council for asking him to cut down on the criticism of umpires. He reportedly said in his reply that, ‘Commentators are being more and more compromised by controlling organisations to the point of censorship’. This is indeed a sad development, it will not just render cricket commentary impotent, it demolishes the idea of freedom of expression.

    There is a general feeling this may have been Manjrekar’s final stint as a cricket commentator. If so, that would be terribly unfair. Sack him by all means if you believe he is a poor commentator, but don’t sack him for speaking his mind, that will set a disastrous precedent and strike terror into the hearts of other commentators, it will trigger the death of honest cricket commentary.

     

    Anil Thakraney is a senior journalist and commentator. Our readers would remember that he was a regular columnist in the early days of MxMIndia. Thakraney will now write a little more frequently for MxM. Khabardaar!

     

  • Investment by Bain Capital Private Equity values Kantar at $4.0bn; WPP leverage target to be met a year ahead of plan; £1.0bn shareholder return planned

    WPP sells 60 per cent stake in Kantar to Bain Capital

    By A Correspondent

     

    WPP has entered into an agreement to sell 60 per cent of Kantar, its global data, research, consulting and analytics business, to private equity major Bain Capital. The proposed transaction values the whole of Kantar at a headline enterprise value of $4.0bn.

     

    The WPP Board believes that the proposed transaction will allow Kantar to strengthen its industry-leading position through the combined expertise and resources of Bain Capital and WPP. It also crystallises significant value for WPP’s shareholders, while giving them continued exposure to an attractive business with the potential for further value realisation in the future.

     

    The transaction values 100 per cent of Kantar at $4bn. The equity value after expected completion adjustments is $3.7bn. After transaction costs, tax and WPP’s continuing investment of $0.4bn to own 40 per cent of the equity in Kantar, net cash proceeds to WPP are expected to be $3.1bn. The consideration is payable in cash. WPP may receive additional consideration over the next three years in respect of certain contingent liabilities, in the event that such liabilities are lower than estimated. Additionally, WPP may receive certain other payments during the life of its partnership with Bain Capital.

     

    Said Mark Read, Chief Executive Officer, WPP: “Kantar is a great business and we look forward to working with Bain Capital to unlock its full potential. As a strategic partner and shareholder in Kantar, WPP will continue to benefit from its future growth while our clients continue to benefit from its services and capabilities. I would like to thank Eric Salama, his team and everyone at Kantar for their tremendous contribution to WPP – a contribution that will continue as we develop the business together. This transaction creates value for WPP shareholders and further simplifies our company. With a much stronger balance sheet and a return of approximately 8 per cent of our current market value to shareholders planned, we are making good progress with our transformation.”

     

    Added Luca Bassi, a Managing Director at Bain Capital Private Equity: “Kantar is a market leader in many areas and we are excited to be partnering with its management team and WPP to build on this remarkable platform for growth. We see many opportunities for expansion and will invest in technology to expand the company’s capabilities and reinforce its global leading position.”

     

    Said Eric Salama, CEO, Kantar: “Our new ownership structure presents a great opportunity for Kantar, our employees and our clients. In Bain Capital we have a partner who shares our ambition, brings relevant expertise and – with WPP – can help us accelerate our growth and impact for clients. We are focused on delivering ‘human understanding at scale and speed’ and the ‘best of Kantar’ more consistently. We will do so by investing more in talent and by becoming a more technology-driven solutions provider.”

     

     

  • Confectionery giant Lavian has picked up exclusive sponsorship of in game visibility assets with WCC2

    Lavian picks up WCC sponsorship

    By A Correspondent

     

    Confectionery giant Lavian has picked up exclusive sponsorship of in game visibility assets with World Cricket Championship 2 or WCC2. WCC2 claims an upwards of 2 million daily active users playing over 45 minutes per session.  Said Vinod Lalwani, Executive Director, Prayagh Nutri Products (P) Ltd:  “With the WCC2 partnership, we have discovered a smart and super-efficient way to be part of the cricket narrative in India. This is a good way for us to start our brand marketing for Lavian and in this attempt, we are not just ensuring hi decibel impressions, but the focus is on driving user engagement. We are seeing 2X the results of what we set out as a goal with. The purpose ultimately remains to ensure that amidst the match battles, gamers get to enjoy moments of sweetness.”

    Added Sidheshwar Sharma, Exec. VP, L&K Saatchi & Saatchi: “India is showing signs of a new break, with mobile first gaming boom. The sheer number of Indians who have come in to gaming has already reached 250MN (as per KPMG & Google data). So for us, this was an opportunity we didn’t want to miss as a first step towards the brand’s growth, the aim here is to build brand recall for Lavian and drive user engagement. For us, it’s yet another proof point in the belief, that when you set your mind and effort to a task, you can achieve Impossible outcomes. The excitement here at L&K Saatchi & Saatchi continues with the brand journey to create a powerhouse brand – Lavian”

     

     

  • Ugam is a global leader in data and analytics

    Dentsu takes majority stake in Ugam

    By A Correspondent

     

    Dentsu Aegis Network has acquired a majority stake in India-based Ugam, a next-generation data and analytics company serving both business-to-business and business-to-consumer enterprises. Ugam will join Merkle, a leading data-driven, technology-enabled, global performance marketing agency and part of Dentsu Aegis Network. With more than 1,800 employees in India, the United States, and Australia, Ugam represents one of the largest transactions in Merkle’s history.

     

    The business will now become Ugam, a Merkle Company, led by Sunil Mirani, co-founder and chief executive officer, reporting to Craig Dempster, president, Merkle Americas. Reporting structures for the rest of the management team of Ugam will remain unchanged, as they and the rest of the senior leaders will play a key role in the growth plans of the company.

     

    “Ugam is vital to the execution of Merkle’s multi-year analytics strategy of creating a scaled on- and offshore shared analytics service across Dentsu Aegis Network.” said Craig Dempster, president, Merkle Americas. “With its experienced management team, highly-educated workforce, scale, and vertical market expertise, Ugam will bring high-end analytics capabilities, along with a broad spectrum of analytical decision support. Their focus on the U.S. market and Fortune 500 companies will create many synergies and strengthen our existing relationships, opening opportunities for each of our client portfolios.”

     

    Sunil Mirani

    Added Sunil Mirani, co-founder and chief executive officer, Ugam: “We have found the perfect partner in Merkle. We complement each other’s strengths, with Ugam bringing advanced analytics capabilities at scale, and Merkle bringing a diverse client base with a largely in-country presence. Most importantly, the cultural fit was evident from day one, and the effects will be immensely positive for all our stakeholders – customers, employees, and shareholders. This deal marks a significant milestone in Ugam’s journey, and I look forward to this new phase with renewed vigor.”

     

    Added Alex Yoder, executive vice president, analytics for Merkle: “The U.S. marketing and media analytics industry is growing increasingly competitive, diverse and global. With artificial intelligence and machine learning entering the mainstream, the range of services required to maintain and extend growth requires both complexity of services and efficiency of delivery. As the analytics business becomes increasingly commoditized, the pressure to expand capabilities into predictive and prescriptive methodologies simultaneously intensifies. Merkle’s majority stake in Ugam and its resulting enhanced scale and capabilities will be instrumental as we scale to effectively compete with top analytic consulting firms over the next three to five years.”

     

     

  • The campaign focuses on FC Goa’s work in the grassroots sphere and its continued focus on improving the technical quality of players

    #ThisIsGoa ad campaign chronicles essence of FC Goa

    By A Correspondent

     

    FC Goa has launched its latest ad campaign that celebrates its accomplishments in its short journey and introduces the key building blocks of the ecosystem (players, coaches and other personnel) to create brand recognition and focus on its youth development programme.

     

    The campaign focuses on FC Goa’s work in the grassroots sphere and its continued focus on improving the technical quality of players coming through the club’s talent pyramid.

     

    Speaking about the campaign, Aditya Datta, Commercial Director of FC Goa stated that this campaign was an effort to bring to highlight the emotional and footballing connect between the club, its fans and the state as a whole. “Our objective was to bring out the fact that the club has stayed true to its ideals of bringing about a football revolution, a cultural bridge using the sport as a tool to solidify the bonds it has forged within five years of its inception. We believe that these bonds can only strengthen with the passage of time and our exemplary work on youth development will reap ample rewards with regards to extended fan loyalty in the future.”

     

    Added Rubina Dhillon, Head of Marketing and Sponsorships at FC Goa: “If you look at our grassroots programmes and our community outreach initiatives, then the work we’ve done in the short while that we’ve been active is tremendous. We are also hoping that brands recognise the conscious effort that we’ve invested into this area of the club and work hand-in-hand with us to help the youth development and grassroots programme reach greater heights in India, Asia and beyond.”

     

     

  • The social media mandate will be serviced by Dentsu Impact digital

    Dentsu Impact wins digital & creative mandate of Subway

    By A Correspondent

     

    Dentsu Impact has bagged the creative and social media mandate for Subway Systems India. The social media mandate will be serviced by the agency’s recently set up digital division, Dentsu Impact digital.

     

    Amit Wadhwa

    Speaking on the win, Amit Wadhwa, President, Dentsu Impact said: “The QSR (Quick Service Restaurant) segment is one of the most exciting segments in the F&B industry today. The competition is stiff and constant shifts are happening in the segment with technology playing a major role in tapping customers and their preferences. More than ever the brands in this segment need to constantly engage with the consumers to stay relevant. This is exactly what we, along with the brand team at Subway, would strive to do and create an even more relevant and stronger brand in India. It is an exciting brand to work on and we can’t wait to begin creating some great work together.”

     

    Shuchi Monga

    Talking about the new association, Shuchi Monga, Head of Marketing, South Asia – Subway Systems India added: “We are excited to work with Dentsu Impact as our creative & strategic communication partner. We have consciously made an effort to have both digital and mainline business together to have seamless flow of communication across channels. We look forward to leveraging their creative talent to deliver work that will resonate strongly with audiences across markets.”

     

    Soumitra Karnik

    Added Soumitra Karnik, Chief Creative Officer, Dentsu Impact: “At Dentsu Impact, our focus is to grow our clients’ business through innovative creative solutions. We have a great track record in that. We hope to carry this on with Subway as well and look to continuously create exciting and talk worthy work for the brand.”